农户视角的农业龙头企业声誉评价

Study on ReputationEvaluation of Leading Agricultural Enterprises from Farmers' Perspective

企业声誉是企业重要的无形资产。农户对农业龙头企业的声誉评价决定着农户与企业间合作关系的持久性。通过对广东省5家国家级重点农业龙头企业200个合作农户的问卷调查,采用SPSS因子分析法及多元回归分析,发现农户在评价农业龙头企业声誉时,关注的维度依次是:与企业的合作结果、企业对农村社区的贡献、农企间的合同属性和企业对农户产品的质量要求,其中合作结果和对社区的贡献影响最大,通常认为重要的影响因子服务农户没有得到验证。农户更看重与企业的合作结果而非合作过程。

Corporate reputation is an important intangible asset of enterprises.Reputation evalution on leading agricultural enterprises from farmers determines the persistence of cooperation between farmers and enterprises.Based on the questionnaire from 200cooperative farmers of five state-level leading agricultural enterprises in Guangdong province,this paper,using SPSS factor analysis and multiple regression analysis,finds that when farmers evalute the corporate reputation of leading agricultural enterprises,the focusing dimension,according to priority,is cooperation results with enterprises,contribution of enterprises to agricultural community,the contract attribute between farmers and enterprises and quality requirement for farmer products by enterprises,among which the cooperation result and contribution to community have the biggest impact,but usually important influencing factors serving the farmers have not yet testified.Farmers pay more attention to the cooperation results with enterprises instead of cooperation process.